Experts are always Creating the Next Big Thing
Remaining relentlessly relevant. The big carmakers are constantly challenged by it. Mercedes have been doing it for well over a hundred years, and to this day – to this century - a surprising total of the new innovations still proceed from their stable.
Like the other industry survivors, they’ve had to constantly innovate, constantly create, constantly think of new ways to remain at the cutting edge.
In positioning yourself as an expert, if you want to remain relentlessly relevant, you will need to do nothing less.
That really is the big challenge for industry experts. Sure, you’ve written a book, produced a movie, created a speech, recorded an audio programme – and your content was excellent.
But can you do it again? And again and again and again?
It’s this consistency of brilliance over time that takes you from flash-in-the-pan fad, to a sustained and trusted brand.
Take Robert Kiyosaki as a perfect example. His clever framework, ‘Rich Dad, Poor Dad,’ propelled him into the public consciousness as a wealth guru. Interestingly, it was actually his second book (Imagined if he’d rested on his laurels after writing the first? Can you name it?)≥
Rich Dad, Poor Dad became a brand, and we still associate him with that book. But just take a look at the titles that Kiyosaki has produced since then:
- Cashflow Quadrant: Rich Dad’s Guide to Financial Freedom
- Rich Dad’s Guide to Investing: What the Rich Invest in, That the Poor and the Middle Class Do Not!
- The Business School for People Who Like Helping People
- Rich Dad’s Rich Kid, Smart Kid: Giving Your Children a Financial Headstart
- Rich Dad’s Retire Young, Retire Rich
- Rich Dad’s Prophecy: Why the Biggest Stock Market Crash in History Is Still Coming… and How You Can Prepare Yourself and Profit from It!
- Rich Dad’s The Business School: For People Who Like Helping People
- Rich Dad’s Success Stories
- You Can Choose to be Rich
- Rich Dad’s Who Took My Money?: Why Slow Investors Lose and Fast Money Wins!
- Rich Dad, Poor Dad for Teens: The Secrets About Money – That You Don’t Learn in School!
- Rich Dad’s Before You Quit Your Job: 10 Real-Life Lessons Every Entrepreneur Should Know About Building a Multimillion-Dollar Business
- Rich Dad’s Escape from the Rat Race – Comic for children
- Why We Want You to Be Rich: Two Men, One Message
- Rich Dad’s Increase Your Financial IQ: Get Smarter with Your Money
- Rich Dad’s Conspiracy of the Rich: The 8 New Rules of Money
- Rich Dad’s Rich Brother Rich Sister
- The Real Book of Real Estate: Real Experts. Real Stories. Real Life.
- An Unfair Advantage: The Power of Financial Education
- Midas Touch: Why Some Entrepreneurs Get Rich And Why Most Don’t
It’s all the same essential stuff, but Kiyosaki has cleverly repackaged, repurposed, re-oriented and evolved his content. Interestingly, in much the same way as the name ‘Frankenstein’ is now ubiquitous with what used to be ‘Frankenstein’s Monster,’ Kiyosaki is now often called ‘Rich Dad.’
By being a constant producer, Kiyosaki remains at the cutting edge. And the mentality is fascinating. Like all leading experts and big-name gurus, he refuses to rest on his laurels. He is constantly finding the next big thing, and as a result, he remains relevant. The recession could have changed people’s perceptions of him, relegating him to the status of a guru ‘who’s ideas used to work in the old world.’ But Kiyosaki has refused to become redundant, writing and producing new content right the way through the economic busts and booms.
As an expert, how current is your content? How many new titles, new frameworks, new ways of looking at things have you introduced to your market over the same time frame? Are you remaining relentlessly relevant?
So congratulations on your new book. Now do it again.
Douglas Kruger is the author of ‘Own Your Industry – How to Position Yourself as an Expert,’ published by Penguin in 2014. He is also a 5x winner of the Southern African Championships for Public Speaking. Meet him at www.douglaskruger.co.za. Email firstname.lastname@example.org, or connect with him on LinkedIn or Twitter: @douglaskruger.